Question 1

A premium or bonus pack trade promotion offers retailers a reduced price if they purchase a greater volume of merchandise.

Accepted Answer

A) True 
 B)False

Question 2

Hershey has both a coupon and an entry form for a sweepstakes in an advertisement. This is an example of a(n):

Accepted Answer

A) intercompany tie-in. 
B) intracompany tie-in. 
C) overlay. 
D) bonus pack. 
A) intercompany tie-in. 
B) intracompany tie-in. 
C) overlay. 
D) bonus pack.

Question 3

Rebate programs tend to be more effective than other promotions because consumers get excited about them and this leads consumers to wait patiently until one is offered before making a purchase.

Accepted Answer

A) True 
 B)False

Question 4

Britney likes to use coupons and tends to purchase the brand of food that has the best coupon offer. Britney is which type of consumer?

Accepted Answer

A) Promotion prone 
B) Brand loyal 
C) Price sensitive 
D) Shopper prone 
A) Promotion prone 
B) Brand loyal 
C) Price sensitive 
D) Shopper prone

Question 5

Trade contests encourage sales by making rewards and prizes available to brokers, salespeople in retail stores, wholesalers, and agents.

Accepted Answer

A) True 
 B)False

Question 6

A consumer who makes a purchase decision based on price is:

Accepted Answer

A) promotion prone. 
B) brand loyal. 
C) a repeat buyer. 
D) price sensitive. 
A) promotion prone. 
B) brand loyal. 
C) a repeat buyer. 
D) price sensitive.

Question 7

One method of maintaining brand loyalty and reducing brand switching at a minimal cost is to use:

Accepted Answer

A) coupons. 
B) bonus packs. 
C) contests and sweepstakes. 
D) sampling. 
A) coupons. 
B) bonus packs. 
C) contests and sweepstakes. 
D) sampling.

Question 8

A diversion is a form of exit fee where funds are transferred from failing products to successful products.

Accepted Answer

A) True 
 B)False

Question 9

Each of the following is a reason to offer a bonus pack except:

Accepted Answer

A) increase usage of the product. 
B) stimulate trial purchase. 
C) match or preempt competitive actions. 
D) stockpile the product. 
A) increase usage of the product. 
B) stimulate trial purchase. 
C) match or preempt competitive actions. 
D) stockpile the product.

Question 10

Price-offs can encourage customers to switch brands in brand parity situations or when the consumer has a high level of brand loyalty to another brand.

Accepted Answer

A) True 
 B)False

Question 11

With a bonus pack, a ________ percent bonus is the most common.

Accepted Answer

A) 15 
B) 30 
C) 50 
D) 65 
A) 15 
B) 30 
C) 50 
D) 65

Question 12

Manufacturers benefit from co-op advertising in each of the following ways except:

Accepted Answer

A) gain additional advertising exposure at reduced costs. 
B) reimbursed by retailers for their share of the ad costs. 
C) co-op dollars are directly tied to retail sales. 
D) gain prominent exposure in an ad since no other competing brands can also be displayed. 
A) gain additional advertising exposure at reduced costs. 
B) reimbursed by retailers for their share of the ad costs. 
C) co-op dollars are directly tied to retail sales. 
D) gain prominent exposure in an ad since no other competing brands can also be displayed.

Question 13

A trade incentive involves a retailer performing a function in order to receive an allowance.

Accepted Answer

A) True 
 B)False

Question 14

A major concern in using trade promotions is that merchandise will not move unless a trade promotion is offered. For example, in the grocery industry, the majority of manufacturers offer some type of trade promotion to get retailers to make purchases.

Accepted Answer

A) True 
 B)False

Question 15

When samples are mailed or delivered door-to-door, which form of sampling is being used?

Accepted Answer

A) In-store distribution 
B) Direct 
C) Bonus pack 
D) Cross-ruffing 
A) In-store distribution 
B) Direct 
C) Bonus pack 
D) Cross-ruffing

Question 16

For ongoing products in highly-competitive markets, a bonus pack is an effective method of maintaining brand loyalty and reducing brand switching at a minimal cost.

Accepted Answer

A) True 
 B)False

Question 17

The internet and social media have not been effective venues for contests and sweepstakes.

Accepted Answer

A) True 
 B)False

Question 18

If manufacturers try to quit or cut back on trade promotions, retailers often replace the manufacturer's brand with other brands or trim shelf space to allow more room for brands that are offering better deals.

Accepted Answer

A) True 
 B)False

Question 19

Retailers believe charging slotting fees forces manufacturers to test products before launch to reduce the number of poor product introductions.

Accepted Answer

A) True 
 B)False

Question 20

Freestanding inserts are found primarily in:

Accepted Answer

A) magazines. 
B) newspapers. 
C) shopping malls. 
D) catalogs. 
A) magazines. 
B) newspapers. 
C) shopping malls. 
D) catalogs.

A premium or bonus pack trade promotion offers retailers a reduced price if they purchase a greater volume of merchandise.

Hershey has both a coupon and an entry form for a sweepstakes in an advertisement. This is an example of a(n):

Rebate programs tend to be more effective than other promotions because consumers get excited about them and this leads consumers to wait patiently until one is offered before making a purchase.

Britney likes to use coupons and tends to purchase the brand of food that has the best coupon offer. Britney is which type of consumer?

Trade contests encourage sales by making rewards and prizes available to brokers, salespeople in retail stores, wholesalers, and agents.

A consumer who makes a purchase decision based on price is:

One method of maintaining brand loyalty and reducing brand switching at a minimal cost is to use:

A diversion is a form of exit fee where funds are transferred from failing products to successful products.

Each of the following is a reason to offer a bonus pack except:

Price-offs can encourage customers to switch brands in brand parity situations or when the consumer has a high level of brand loyalty to another brand.

With a bonus pack, a ________ percent bonus is the most common.

Manufacturers benefit from co-op advertising in each of the following ways except:

A trade incentive involves a retailer performing a function in order to receive an allowance.

A major concern in using trade promotions is that merchandise will not move unless a trade promotion is offered. For example, in the grocery industry, the majority of manufacturers offer some type of trade promotion to get retailers to make purchases.

When samples are mailed or delivered door-to-door, which form of sampling is being used?

For ongoing products in highly-competitive markets, a bonus pack is an effective method of maintaining brand loyalty and reducing brand switching at a minimal cost.

The internet and social media have not been effective venues for contests and sweepstakes.

If manufacturers try to quit or cut back on trade promotions, retailers often replace the manufacturer's brand with other brands or trim shelf space to allow more room for brands that are offering better deals.

Retailers believe charging slotting fees forces manufacturers to test products before launch to reduce the number of poor product introductions.

Freestanding inserts are found primarily in:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The Imc Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 12: Sales Promotions

A premium or bonus pack trade promotion offers retailers a reduced price if they purchase a greater volume of merchandise.

Hershey has both a coupon and an entry form for a sweepstakes in an advertisement. This is an example of a(n):

Rebate programs tend to be more effective than other promotions because consumers get excited about them and this leads consumers to wait patiently until one is offered before making a purchase.

Britney likes to use coupons and tends to purchase the brand of food that has the best coupon offer. Britney is which type of consumer?

Trade contests encourage sales by making rewards and prizes available to brokers, salespeople in retail stores, wholesalers, and agents.

A consumer who makes a purchase decision based on price is:

One method of maintaining brand loyalty and reducing brand switching at a minimal cost is to use:

A diversion is a form of exit fee where funds are transferred from failing products to successful products.

Each of the following is a reason to offer a bonus pack except:

Price-offs can encourage customers to switch brands in brand parity situations or when the consumer has a high level of brand loyalty to another brand.

With a bonus pack, a ________ percent bonus is the most common.

Manufacturers benefit from co-op advertising in each of the following ways except:

A trade incentive involves a retailer performing a function in order to receive an allowance.

A major concern in using trade promotions is that merchandise will not move unless a trade promotion is offered. For example, in the grocery industry, the majority of manufacturers offer some type of trade promotion to get retailers to make purchases.

When samples are mailed or delivered door-to-door, which form of sampling is being used?

For ongoing products in highly-competitive markets, a bonus pack is an effective method of maintaining brand loyalty and reducing brand switching at a minimal cost.

The internet and social media have not been effective venues for contests and sweepstakes.

If manufacturers try to quit or cut back on trade promotions, retailers often replace the manufacturer's brand with other brands or trim shelf space to allow more room for brands that are offering better deals.

Retailers believe charging slotting fees forces manufacturers to test products before launch to reduce the number of poor product introductions.

Freestanding inserts are found primarily in:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The Imc Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters